Holler
& Dash
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Holler & Dash
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Holler & Dash Biscuit House is a fast-casual restaurant established by parent company Cracker Barrel Old Country Store Inc. in 2016. After opening locations in Homewood, Alabama; Tuscaloosa, Alabama; and Celebration, Florida, Green Olive Media was brought on board to develop the brand’s narrative and public aware-ness and understanding by spotlighting the elevated Southern menu and regional food artisans, the brand’s interest in the communities it serves, and an in-store experience steeped in Southern hospitality. Green Olive Media was also tasked with generating and supporting grand opening initiatives in Brentwood, Tennessee; Atlanta, Georgia; Nashville, Tennessee; and Charlotte, North Carolina.

On a local level, Green Olive Media implemented robust communications strategies across the southeast to present Holler & Dash to as many key stakeholders and press representatives as possible to support grand openings, grow the consumer base, garner traditional and non-traditional media coverage, develop social media awareness by way of social media influencer engagement, and extend word-of-mouth reach that generated awareness and excitement for the brand. On a national level, we generated media awareness with earned press placements that built upon the local market rhetoric, and promote the brand’s overarching narrative. Marketing activities for Holler & Dash included the ideation, creation and coordination of on-site events, the negotiation of strong off-site event participation, and brokering creative partnerships with social media influencers, business and social organizations, community organizations and non-profits.

Holler & Dash Biscuit House is a fast-casual restaurant established by parent company Cracker Barrel Old Country Store Inc. in 2016. After opening locations in Homewood, Alabama; Tuscaloosa, Alabama; and Celebration, Florida, Green Olive Media was brought on board to develop the brand’s narrative and public aware-ness and understanding by spotlighting the elevated Southern menu and regional food artisans, the brand’s interest in the communities it serves, and an in-store experience steeped in Southern hospitality. Green Olive Media was also tasked with generating and supporting grand opening initiatives in Brentwood, Tennessee; Atlanta, Georgia; Nashville, Tennessee; and Charlotte, North Carolina.

On a local level, Green Olive Media implemented robust communications strategies across the southeast to present Holler & Dash to as many key stakeholders and press representatives as possible to support grand openings, grow the consumer base, garner traditional and non-traditional media coverage, develop social media awareness by way of social media influencer engagement, and extend word-of-mouth reach that generated awareness and excitement for the brand. On a national level, we generated media awareness with earned press placements that built upon the local market rhetoric, and promote the brand’s overarching narrative. Marketing activities for Holler & Dash included the ideation, creation and coordination of on-site events, the negotiation of strong off-site event participation, and brokering creative partnerships with social media influencers, business and social organizations, community organizations and non-profits.

Holler & Dash Biscuit House is a fast-casual restaurant established by parent company Cracker Barrel Old Country Store Inc. in 2016. After opening locations in Homewood, Alabama; Tuscaloosa, Alabama; and Celebration, Florida, Green Olive Media was brought on board to develop the brand’s narrative and public aware-ness and understanding by spotlighting the elevated Southern menu and regional food artisans, the brand’s interest in the communities it serves, and an in-store experience steeped in Southern hospitality. Green Olive Media was also tasked with generating and supporting grand opening initiatives in Brentwood, Tennessee; Atlanta, Georgia; Nashville, Tennessee; and Charlotte, North Carolina.

On a local level, Green Olive Media implemented robust communications strategies across the southeast to present Holler & Dash to as many key stakeholders and press representatives as possible to support grand openings, grow the consumer base, garner traditional and non-traditional media coverage, develop social media awareness by way of social media influencer engagement, and extend word-of-mouth reach that generated awareness and excitement for the brand. On a national level, we generated media awareness with earned press placements that built upon the local market rhetoric, and promote the brand’s overarching narrative. Marketing activities for Holler & Dash included the ideation, creation and coordination of on-site events, the negotiation of strong off-site event participation, and brokering creative partnerships with social media influencers, business and social organizations, community organizations and non-profits.

SERVICES

Local Media Outreach across 4 DMA’s
Regional Media Outreach across 4 DMA’s
National Media Outreach
Influencer Engagement
On-Site Events
Off-Site Events
Partnerships
Media Training

SERVICES

Strategic Brand Messaging
Strategic Brand Positioning
Traditional Public & Media Relations
Community Relations
Partnership Development
Special Event Development
Communications Collateral
Apparel Design
Website Design

SERVICES

Local Media Outreach across 4 DMA’s
Regional Media Outreach across 4 DMA’s
National Media Outreach
Influencer Engagement
On-Site Events
Off-Site Events
Partnerships
Media Training

EVENTS MARKETING

With each new unit opening, Green Olive Media tailored a series of special events to introduce the Holler & Dash brand to the market while creating impactful relationships with potential customers and brand ambassadors. For each strategic activation, the Green Olive Media team spearheaded all aspects of event facilitation including market research, curating a target guest list of press representatives and influencers, invitation outreach and RSVP management, sourcing and securing vendors within a given budget, run-of-show creation, and day-of facilitation including event management.

RIBBON CUTTING CEREMONIES

Holler & Dash celebrated the Grand Openings of the 8th Avenue - Nashville, Atlanta and Charlotte locations with a Ribbon Cutting Ceremony to introduce area dignitaries including business, community, non-profit and municipal influencers to the Holler & Dash brand. Activated by the Green Olive Media team from ideation to facilitation, each event began with brief remarks from dignitaries including mayors, city chambers of commerce, city council members and Holler & Dash key leadership, followed by a reception allowing the Holler & Dash team to liaise with attendees while enjoying a complimentary brunch and celebratory reception.

Per outreach facilitated by GOM, the grand opening ceremony garnered the support of community dignitaries with the attendance of:

Atlanta: 20 dignitaries including The Mayor’s Office, Atlanta Midtown Alliance; The Upper Westside Improvement District; Atlanta Women’s Network; Midtown Neighbors Association; Atlanta Braves; Georgia Tech Alumni Association; The Giving Kitchen; West Midtown Business Alliance; Piedmont Park Conservancy; West Midtown Run Club; Portland Holdings; Junior League of Atlanta
8th Avenue - Nashville: 22 dignitaries including the Nashville Area Chamber of Commerce; Nashville Convention and Visitors Corp.; Big Brothers Big Sisters of Middle Tennessee; United Way of Metropolitan Nashville; Music City Center; Boys & Girls Clubs of Middle Tennessee
Charlotte: 17 dignitaries including the Charlotte Chamber of Commerce; Charlotte Government Council member; Ronald McDonald House of Charlotte; City of Charlotte Planning Committee

Holler & Dash celebrated the Grand Openings of the 8th Avenue - Nashville, Atlanta and Charlotte locations with a Ribbon Cutting Ceremony to introduce area dignitaries including business, community, non-profit and municipal influencers to the Holler & Dash brand. Activated by the Green Olive Media team from ideation to facilitation, each event began with brief remarks from dignitaries including mayors, city chambers of commerce, city council members and Holler & Dash key leadership, followed by a reception allowing the Holler & Dash team to liaise with attendees while enjoying a complimentary brunch and celebratory reception.

Per outreach facilitated by GOM, the grand opening ceremony garnered the support of community dignitaries with the attendance of:

Atlanta: 20 dignitaries including The Mayor’s Office, Atlanta Midtown Alliance; The Upper Westside Improvement District; Atlanta Women’s Network; Midtown Neighbors Association; Atlanta Braves; Georgia Tech Alumni Association; The Giving Kitchen; West Midtown Business Alliance; Piedmont Park Conservancy; West Midtown Run Club; Portland Holdings; Junior League of Atlanta
8th Avenue - Nashville: 22 dignitaries including the Nashville Area Chamber of Commerce; Nashville Convention and Visitors Corp.; Big Brothers Big Sisters of Middle Tennessee; United Way of Metropolitan Nashville; Music City Center; Boys & Girls Clubs of Middle Tennessee
Charlotte: 17 dignitaries including the Charlotte Chamber of Commerce; Charlotte Government Council member; Ronald McDonald House of Charlotte; City of Charlotte Planning Committee

VIP EVENTS

Following grand openings in Brentwood, Tennessee; 8th Avenue - Nashville; Atlanta and Charlotte, the Green Olive Media team produced tactical, media and influencer targeted “VIP” events intended to share the Holler & Dash brand narrative, generate content and awareness, and drive trial. By example, Holler & Dash celebrated the grand opening of North Carolina’s inaugural location in Charlotte with a soiree including passed bites and local libations while breaking biscuits and rolling dough! From a Deconstructed Biscuit Bar guests crafted full portions of signature biscuit sandwiches designed to highlight Holler & Dash’s artisan ingredients, in between rolling dough alongside Culinary Director Brandon Frohne. An Instagram-worthy Biscuit Bar featuring the Holler & Dash artisan partners and an array of menu items was a standout, generating many photo opportunities as guests mixed-and-mingled, engaged with the restaurant’s brand ambassadors, tasted new menu items being passed by the Holler & Dash team and sipped on a selection of wine and local beer offerings. To toast the occasion, attendees each received a plain biscuit to ‘break bread’ alongside Holler & Dash key leadership. Per outreach facilitated by Green Olive, the event garnered a total attendance of 32 local and regional social media influencers and press representatives plus their guests.